Ci'en Xu has over a decade of experience in digital, print, and broadcast media. She is a data-driven marketing, brand, and content strategist known for crafting campaigns and stories driven by insights aligned with business objectives and brand DNA. She studied Law at the University of Bristol and currently leads the Global Employer Branding team at SAP. Before joining SAP, she was a Content Strategist and Editor for BBC Global News and SapientNitro. She also served as Deputy Editor at Burda Singapore Pte. Ltd., where she managed brand strategy, content creation, and localization for multiple platforms. Ci'en also worked as a Production Coordinator for Original Production at AXN and as a Coordinating Producer and Assistant Producer for various media organizations.